Tourism New Zealand has entered into $9 million marketing partnership with Jetstar in an effort to encourage more visitors from Australia, Singapore, Japan and across the Asia region.
The agreement runs for three years to mid-2014 and Tourism New Zealand and Jetstar will each contribute NZ$1.5million per year. It comes two weeks after Jetstar signed a $10million deal with Tourism Australia to boost Japanese inbound tourism.
The marketing drive will encourage holiday makers to visit New Zealand on the airline's direct Auckland-Singapore services, trans Tasman flights and services from Japan (via the Gold Coast). It will combine the airlines low fares with the branding of Tourism New Zealand and include promotional and tactical campaigns, consumer events and activities on print, online, TV and social media.
The partnership will leverage New Zealand's 100% Pure campaign and Jetstar's low fares marketing tagline.
Tourism New Zealand chief executive Kevin Bowler said: “The effects of this campaign will flow across the country, with international travellers once in New Zealand able to travel throughout Jetstar's New Zealand network to Christchurch, Auckland, Dunedin, Queenstown and Wellington.
“The agreement focuses on our core trans-Tasman market, and also the growth market of Asia, which is a key priority for us. In particular, Jetstar's growing Singapore and Tokyo hubs provide greater opportunities for travellers across the region to travel to New Zealand on a low cost carrier.”
Jetstar group chief executive officer Bruce Buchanan said the investment highlighted the importance of New Zealand to the airline's growing network.
“Jetstar is now the largest low cost airline in the Asia Pacific region by revenue and our low fares have the potential to open New Zealand up to a whole new generation of travellers," he said.
For the year ending September 2011, overall international visitor numbers to New Zealand form Australia stood at 1,122,600; Japan at 74,400 and Singapore at 34,343.
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